CREATIVE FATIGUE TRACKER

Scores each ad set (creative) by frequency, CTR, and quality signals — powered by Meta Andromeda / Creative First methodology.

Meta Creative First Structure (Andromeda Update)

Under the new Creative First architecture, each ad set = one creative variation and each ad within that ad set = a copy variant. For example, 5 creative variations × 4 copy versions = 5 ad sets, each with 4 ads. Meta's algorithm optimizes delivery at the ad set (creative) level, giving you clean, unmuddied creative performance data. This tracker scores fatigue at the ad set level — which is the creative level in your new structure.

Critical

ad sets

Fatigued

ad sets

Watch

ad sets

Healthy

ad sets

Top 10 Ad Sets by Fatigue Score

Higher score = more fatigued. Refresh or replace creatives scoring above 40.

Creative Fatigue Leaderboard — Diamondback Toolbelts (Last 30 Days)

Each row = one ad set = one creative variation. Fatigue score: 0–19 Healthy · 20–39 Watch · 40–69 Fatigued · 70–100 Critical.

Status	Creative (Ad Set)	Campaign	Score	Frequency	CTR	Spend	Impressions	CPM
Critical	All_Warm	SL_Warm_DBX	70	13.89×	0.36%	$21,097.03	3,234,673	$6.52
Fatigued	ATC_VC_30D _2025_Product_List	SL_BOFU_DPA	55	25.64×	0.95%	$6,517.62	490,735	$13.28
Fatigued	ATC_VC_14D _2025_Product_List	SL_BOFU_DPA	55	21.33×	0.85%	$610.42	21,609	$28.25
Fatigued	PV_30D	SL_MOFU	50	19.45×	2.90%	$9,034.13	629,049	$14.36
Fatigued	ATC_VC_14D _2025_Product_List	SL_BOFU_DPA	50	13.67×	2.97%	$1,700.23	81,757	$20.80
Watch	All_Warm	SL_Warm_Classic_Pouch_Sale	35	5.28×	1.05%	$5,611.42	477,862	$11.74
Watch	LA_1%_Customer_List	SL_TOFU_Classic_Pouch_Sale	30	0.00×	0.00%	$0.00	0	$0.00
Watch	ADV+	SL_TOFU	20	3.55×	1.16%	$18,084.14	2,507,947	$7.21
Watch	BANT_ADV+	SL_TOFU_Adv+ Campaign	20	4.28×	1.80%	$4,769.32	481,156	$9.91
Watch	All_Warm	SL_Warm_Cirro Suspenders	20	3.66×	1.46%	$3,004.87	260,163	$11.55
Watch	All_Warm	SL_Warm_Fall_2025_Drop	20	3.28×	1.35%	$4,379.98	354,962	$12.34
Watch	BANT	SL_TOFU_Classic_Pouch_Sale	20	3.73×	1.20%	$2,994.61	212,930	$14.06
Watch	All_Warm_I4	SL_Warm_Hi_Viz_Sale	20	3.18×	1.22%	$1,989.22	232,570	$8.55
Healthy	BANT_I1	SL_TOFU_Hi_Viz_Sale	15	2.86×	0.96%	$1,870.81	141,272	$13.24
Healthy	FB_IG_Engagers_30D	SL_MOFU	10	1.46×	0.59%	$66.48	7,954	$8.36
Healthy	BANT	SL_TOFU_Updated_Videos	10	2.80×	1.41%	$9,741.10	1,096,108	$8.89
Healthy	BANT_I2	SL_TOFU_Hi_Viz_Sale	10	2.22×	1.01%	$1,021.14	105,796	$9.65
Healthy	LA_1%-PE_I1	SL_TOFU_Hi_Viz_Sale	10	1.46×	0.80%	$119.94	10,661	$11.25
Healthy	LA_1%_PE	SL_TOFU_Classic_Pouch_Sale	5	1.88×	0.95%	$332.63	38,360	$8.67
Healthy	LA_1%-PE_I3	SL_TOFU_Hi_Viz_Sale	5	1.61×	0.93%	$117.63	10,143	$11.60
Healthy	LA_1%-PE_I2	SL_TOFU_Hi_Viz_Sale	5	1.47×	0.93%	$473.87	46,371	$10.22
Healthy	BANT_I3	SL_TOFU_Hi_Viz_Sale	0	1.72×	1.18%	$182.90	13,780	$13.27
Healthy	BANT_I4	SL_TOFU_Hi_Viz_Sale	0	1.46×	1.92%	$118.13	11,585	$10.20
Healthy	LA_1%-PE_I4	SL_TOFU_Hi_Viz_Sale	0	1.51×	1.27%	$118.91	13,576	$8.76
Healthy	All_Warm_I2	SL_Warm_Hi_Viz_Sale	0	1.97×	1.01%	$196.92	19,022	$10.35

How the Fatigue Score is Calculated

Signal Weights

Frequency ≥7+50 pts

Frequency 5–6.9+35 pts

Frequency 3–4.9+20 pts

Frequency 2–2.9+10 pts

CTR <0.3%+30 pts

CTR 0.3–0.49%+20 pts

CTR 0.5–0.79%+10 pts

Quality Ranking Below Avg (10%)+20 pts

Engagement Ranking Below Avg (10%)+10 pts

Status Thresholds

Healthy (0–19)Creative is performing well. No action needed.

Watch (20–39)Early fatigue signals. Monitor frequency and CTR daily.

Fatigued (40–69)Creative is tiring. Plan a refresh or new variation soon.

Critical (70–100)Immediate action required. Pause or replace this creative.

Based on Meta Andromeda update guidance: frequency >3 enters the watch zone under the new algorithm's aggressive creative-to-audience matching. Refresh cycles are compressed vs. pre-2025 norms.

How Many Creatives Should You Launch With?

Recommendations by monthly ad spend — based on Foxwell Digital research and Meta Creative First best practices. Under the Creative First structure, each "creative" = one ad set.

Monthly Spend	New Creatives (Ad Sets)	Refresh Cadence	Copy Variants per Creative (Ads)
$0 – $10k/mo	1–2 new/mo	As-needed; refresh when fatigue detected	2–3 copy variants per creative
$10k – $25k/mo	3–4 new/mo	Monthly refresh cycle	3–4 copy variants per creative
$25k – $50k/mo	4–5 new/mo (1/week)	Weekly refresh; ~40% iterations	4 copy variants per creative
$50k – $100k/mo	6–20 new/mo (2–4/week)	Continuous; 40–50% iterations on winners	4–5 copy variants per creative
$100k – $500k/mo	10–50 new/mo	Allocate 10–50% of budget to testing	5+ copy variants; test hooks aggressively

Rule of thumb for statistical significance: Spend 2–3× your target CPA per creative before declaring a winner or loser. For example, if your CPA goal is $50, allocate ~$100–150 per creative in testing before making decisions. Under the Creative First structure, this budget is allocated at the ad set level (per creative), and the algorithm distributes it across the copy variants (ads) within each ad set automatically.